Carling to be official beer partner of the Premier League

The mainstream lager brand has signed a three-year deal with the Premier League running from June 2016 until the end of the 2018/19 season, replacing Carlsberg.

Carling brewer Molson Coors said the partnership was "designed to unlock genuine value across the on and off-trade", increasing engagement with the brand through consumer rewards and driving engagement with consumers to encourage loyalty.

The deal continues Carling’s long standing relationship with the footballing world, having been the first ever title sponsor of the Premier League for eight seasons running from 1993 to 2001.

The partnership also strengthens the link between Molson Coors and Sky, who together offer subscription discounts to pubs and bars​ stocking Molson Coors drinks brands.

'Exciting'​

Jim Shearer, Carling brand director at Molson Coors, said: "We are bringing together the UK’s leading beer with the world’s most exciting football brand to rekindle a unique partnership. This exciting partnership will allow Carling to simultaneously champion pubs and bars via access to the nation’s favourite sport, whilst supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets.

"Together with our large network of pubs and retailers, we’ll be finding ways to use our unique access to the Premier League, alongside our existing partnership with Sky, to give Carling drinkers more reasons to get together and keep the stories going long after the final whistle has blown."

Richard Masters, Premier League managing director, added: “We are very pleased that Carling has chosen to partner with the Premier League for the next three seasons. They have some exciting plans for engaging fans in pubs and homes across the country and their track record of sponsoring top level football, including the Premier League itself, will make them a great fit as our Official Beer Partner."

Carling will be launching its new campaign around the start of the 2016/17 season with more details announced in due course.